Mobile device targeting

Many internet searches are being done on mobile devices. Google has a number of options in order to optimally target your prospect based on the type of device they are using.

Google AdWords provides the possibility to create mobile ads

  • Reach your customers while they are on the go with ads on mobile devices
  • Understand the different types of ads that can show on mobile devices
  • Learn how to show your ads on different mobile devices, like smartphones and feature phones
  • See how to opt out of showing your ads on mobile devices

Where mobile ads can appear on mobile devices with full browsers such as smartphones or tablets:

  • Text ads
  • Image ads
  • App promotion ads
  • HTML 5 ads built with Google Web Designer

Within apps on smartphones or tablets:

  • Text ads
  • Image ads
  • App promotion ads
  • Image app promotion ads
  • Video app promotion ads
  • TrueView for app promotion ads
  • Only on devices that can make calls

Ads on mobile devices

Many mobile devices, such as smartphones, have full Internet browsers. These browsers can display websites similar to the ones you'd see on a desktop computer, as well as mobile optimized sites. High-end mobile devices can also host apps, which people can download from the app store in their device, or from a website.

The wide variety of media available on mobile devices means you can show ads in many different formats. Testing your message using multiple ad formats can help you understand what drives customers to your website or to download your mobile app. However, in general, starting by tailoring your message to be compelling to customers on mobile devices can help your ads look and perform much better in any format.

To make sure your ad looks great on the small screen, you can create a mobile-optimized ad with a message, display URL, and landing page specifically for mobile devices. To do so, select the "Mobile" checkbox next to the "Device preference" setting. If your ad groups contain ads that are eligible to appear on all devices and mobile-optimized ads, only your mobile preferred ads will appear on mobile devices.

Mobile text ads

Mobile text ads look like standard text ads that you'd see on a desktop computer. The main difference is that we can show more ads per page when someone's searching on a desktop computer, and fewer ads per page when someone's searching on a mobile device. Keep in mind, text ads can appear differently on the Display Network.

Dynamically optimizing your ads for performance

For mobile text ads, AdWords may sometimes replace your second line of description text with the most relevant ad extensions that you've enabled — like sitelink extensions, location extensions, or callout extensions. This helps us provide the most relevant information possible to your potential customers, and can increase your ads' clickthrough rates.

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